Personal meaning reshapes spending

From color analysis to museum guides and cultural dolls, young buyers are seeking services that feel personal and meaningful.

At Oni Color, a color analysis studio in Shijiazhuang, Hebei province, Wang Lifan drapes a white cloth over a client's hair and clothes, studying how different fabric swatches look against their skin.

She asks about the client's style preferences, makeup habits, and desired impression, then reviews their makeup bag to see what works and what does not.